US Go-to-Market Strategy for a Novel Digital Combination Product in Hypertension

A UK-based digital health start-up needed to develop a U.S. go-to-market (GTM) strategy for a novel digital combination product (drug + device) that used precision dosing techniques to improve patient care in hypertension.

We began by assessing the US hypertension landscape, evaluating payers, as well as various customer types and business models across digital therapeutics, pharmaceuticals, and medical devices. We estimated the market size potential and gaps for commercialization. We leveraged primary research with HCPs and payers to test the product opportunity, refine the target product profile (TPP), and define the overall willingness to buy per stakeholder. Our work supported a commercial path but also suggested that there were significant challenges to success due to a highly genericized market and a range of other factors. We outlined GTM timelines, expectations, and requirements at a high level to drive next steps.

Our work identified the critical aspects of going to market with a digital combination product in the US. It led the client team to consider alternative therapeutic targets and partnership models to reduce risk, given the time and investment needed to transform medication dosing.